For a pharma company, launching a new product is an important activity that needs to meet timelines to gain a competitive edge in the market. However, if product launches face delays, they can impact market penetration, affect revenue, and lead to loss of opportunities. The reasons for delay can be as simple as fragmented, outdated, or duplicate data on stakeholders.
What Are the Bottlenecks in Pharma Launches
When data is scattered across spreadsheets, legacy systems, or siloed teams, several challenges arise in pharma product launches:
Duplicate or Inconsistent Records
Duplication of data makes it difficult to identify the right doctors, chemists, or stockists
Fragmented Stockist Data
When stockist data is fragmented, it slows down distribution planning and tracking of secondary sales.
Manual Consolidation
Manual consolidation of Excel files delays segmentation and territory allocation.
Inefficient Communication
Inefficient communication with sales teams does not yield the right output; instead, it creates confusion and wasted effort.
Due to these challenges, pharma companies lose precious time in the critical pre-launch phase, which can affect the launch and contribute to slow market penetration.
Speeding Up Launches with Clean and Centralized Master Data
Master Data Management provides a single source of truth for all stakeholders. With MDM, pharma companies can achieve:
Faster Segmentation
Data of Healthcare Professionals (HCPs) can be segmented with speed and accuracy. Deduplicated records support quick, specialty-based division of HCPs.
Territory Allocation
Real-time mapping of doctors, chemists, or stockists ensures precise allocation and sales force alignment.
Streamlined Communication
Centralized data can be used by sales reps, managers, or marketing teams to streamline communication without errors.
Flexibility
Smart validations and real-time updates keep data clean, consistent, and launch- ready. MDM is not only about operational efficiency, but also about winning the launch window. The first 6–12 months of a product’s life are critical for establishing market share.
Master Data Made Easy with Keacyte
Keacyte keeps all critical data of doctors, chemists, and customer universes in one reliable system. Its MDM module enables seamless uploads, real-time edits, and smart validations to prevent duplicates. The data stays accurate, consistent, and actionable, and can be easily accessed by sales teams. Keacyte’s MDM is integrated with other modules like Sales Reporting, Call Planning, Sample Management, and Event Tracking. This ensures that all operations run on a single source of truth that enhances coordination and decision-making across functions.
Case in Point: How Integrated Data Drove a Faster Product Rollout
A leading pharmaceutical company wanted to profile its stakeholders to assess potential in a specific market. The objective was to define “Go-To-Market” strategies for a new product launch with customer profiling. The company was aiming for a better ROI on the product launch. The company faced several challenges in analyzing customer data, as their method was completely Excel-based. They struggled with huge volumes of data, consolidation issues, communication delays, limited analysis, inconsistent reporting, and time constraints. These challenges could have delayed the product launch and adversely affected sales targets.
Keacyte’s MDM Module supported lead data management and lead relationship
management, helping track relationships with leads. Online profiling, real-time analytics,
deduplication, and statistical analysis ensured effective data profiling and segmentation.
Keacyte’s MDM Solution helped the pharma company gain strategic insights to position their
product launch and enhance customer understanding. The centralized database was
accessible by employees across functions and locations, improving data accuracy and
consistency while saving significant costs on paperwork.
With Keacyte’s MDM framework, the pharma company achieved:
● Centralized lead data management for over 100,000 records.
● Real-time analytics to guide segmentation and targeting.
● Deduplication and clean profiling that eliminated wasted effort.
● Faster rollout of their go-to-market strategy, ensuring the product reached the right
doctors and chemists sooner.
Competitive Advantage with MDM
For gaining market share with new product launches, speed-to-market is crucial. With clean
and centralized master data, companies can achieve successful launches without delays.
MDM helps by:
● Expediting Market Entry
With centralized, validated master data, pharma companies can eliminate manual
consolidation and achieve real-time readiness. This enables capturing market share
with planned launches that provide a competitive edge.
● Specific Targeting
Clean and deduplicated data allows pharma companies to identify and prioritize high-
potential stakeholders. It ensures that the sales force focuses on the right HCPs,
reducing wasted calls and maximizing ROI.
● Coordination
It creates stronger alignment across sales and marketing. This alignment eliminates
costly missteps that occur when teams operate on outdated information.
Conclusion
With precise data, pharma companies can achieve successful launches. Outdated, fragmented data slows segmentation, targeting, territory planning, and execution. However, with clean, centralized master data, companies can transform these challenges into opportunities. With MDM, pharma companies can segment faster and target smarter, outpacing the competition. With Keacyte’s MDM, pharma companies can move from reactive data clean-up to proactive, launch-ready precision—turning data into a true growth accelerator. By enabling speed-to-market, Keacyte helps pharma companies capture market share earlier, maximize launch momentum, and set the foundation for long-term growth.